Tom Buday, head of marketing, and Pete Blackshaw, head of digital and social media, gave this presentation to the Credit Suisse digital seminar on September 5 2013 in London

1. Digital Transformation @ Nestlé
Tom Buday
Senior VP, Marketing and Consumer Communications
Pete Blackshaw
Global Head of Digital & Social Media
September 5, 2013

2. OUR AMBITION
To be the leading FMCG player in leveraging
digital & social media to build brands & delight consumers


Embracing
Fundamentals
Media
Productivity


External Focus
& Innovation
Inspiring &
Rapid Scaling

3. Some Quick Facts
1.2 Billion
165 Million +
Products sold per day, a
growing % with digital links
Fans of Nestlé
brands on Facebook
1,500 +
50% +
200,000 +
Pieces of content published
in social media daily
of Nespresso
capsules sold online
Employees on internal
social media platform

4.  Fundamentals are Fundamental
Inspire with Brand
Vision and Essence
Win with Shoppers
Delight with
Product Experience
Create Engaging
Brand Experiences
Know Your
Consumer Deeply
Innovate
Bigger Bolder Better
Brand Building the Nestlé Way House
Our Digital Foundations Draw Directly From BBNW

5. Message Quality Matters, Now More Than Ever
High
Social platforms &
consumer sharing of
brand content, powered
by technology
2013
2003
ROI
Consumer avoidance
and rejection,
powered by technology
Low
Low
Message Quality
High

6.  Driving Media Productivity
Paying Less, Earning More
2011
2014
Investment By
P.O.E.M.*
O
O
P
E
P
E
Impressions that Drive Action
* Paid, Owned and Earned Media

7. Measuring Earned Impressions Systematically

8. ROI is to be Understood, not Proven
1.
1.
Effective Reach
Effective Reach
3.
Action
Activity
Execution
(Discover, Share, Shop)
2.
2.
Engagement
Engagement
Business Results
Business Results
No
Incremental
Sales
Incremental
Sales
Later
Incremental
Sales
Now

9. Understanding Business Impact
Kit Kat
‘‘We Will Find You’’
1.
Effective Reach
2. Engagement


3. Action

Business Results


4. Business
Results



1. Effective Reach
2. Engagement


4. Business
Results
3. Action


Business Results
Nestlé Fitness


10. Amplifying High Quality Messaging


12. Nestlé Partnering Directly with Platforms

13. Payoff From Direct Partnership

14.  External Focus and Innovation
The Silicon Valley Innovation Outpost
Obsessive Focus on Nestlé Strategic Priorities

15.  Inspiring & Rapid Scaling


17. Scaling the DAT Model Across the Globe
Scaling the DAT Model

18. Rapid Scaling of Knowledge
Brand Building
the Nestlé Way
Digital Acceleration
Team
the Nest CHATTER

19. Thank You and Questions